Julho, 2016

CapaSurvey

Christmas 2016 shopping process - Regional

December / 2016

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Methodology and Objectives

The objective of the research was to know the process when buying gifts for Christmas 2016 and to know the expectations of the consumers about this time in

the Spanish-speaking countries Region.The study included men and women from 988 Spanish-speaking countries and

1,105 from Brazil, 18 years or older.Data collection was carried out between December 5th to December 14th 2016.

The margin of error of the survey is 2.96%.

Summary

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Shopping Journey for Christmas

• Shopping for Christmas presents requiere planning and time for most of the consumers in Brazil (67%) and Spanish-speaking countries (68%) before December

• The main source of information when buying are• 24% Internet ads in Brazil;• 17% TV Ads in Spanish-speaking

countries;• 22% in Brazil and 32% in Spanish-speaking

countries Do not receive information or are influence by it..

• About the place they prefer to buy, the prefered are• 38% Physical store in Brazil• 64% Physical store in Spanish-

speaking countries

• The Price is the most important piece of information in Brazil (36%) while in Spanish-speaking countries, the details about the product / service is more important (29%) • 77% in Brazil and 70% in Spanish-

speaking countries check different online sites before buying in one. 47% in Brazil look online and then buy in physical while 66% in Spanish-speaking countries visit and decide in the physical store.

• Before buying a product wheter online or in a physical store.

DECISION MAKINGSOURCE OF INFORMATIONPLANNING

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Summary• In both, Brazil and Spanish-speaking countries, the shopping process is done by themselves, with a

low percentage asking someone else to do the shopping for them.

• Also, in both, the main receiver of the presents are family members. The spouse or couple in first place, followed by adult relatives, and children relatives in third place.

• Younger people are more likely to buy present for themselves than older people. On the other hand, the latter tend to buy for younger relatives (sons, nephews) before buying for themselves.

• In Brazil only 27% buy Christmas presents for friends and co-workers. In Spanish-speaking countries 30% buy presents for those.

• The most popular items to buy for Christmas in Brazil and Spanish-speaking countries are clothing. For Brazil the second most popular is shoes while in Spanish-speaking countries is toys.

• More than half of consumers in Brazil expect to spend less than last year in Christmas and 20% to spend the same. In Spanish-speaking countries 36% expect to spend the same amount of money than last year.

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Summary• In Brazil, the average Christmas shopping expenditure is $80 U.S. (higher social class $100 U.S. on

average, middle-high around $80 U.S. and middle and middle-low $60 U.S. on average.) In Spanish speaking countries, consumers expect to spend between 50 to 100 USD

• In Brazil and Spanish-speaking countries, Christmas shopping process starts in November or the first week of December.

• In Brazil the TV ads and the internet are the most relevant information sources, while in Spanish-speaking countries the peer recommendation (word-of-mouth) and TV ads are the most important.

• Price and sales and discounts are the most researched information in Brazil, on their end, in Spanish-speaking countries they look for product features and price. In Brazil, however, if the product is within the expected price, there is a search for other consumers evaluation and product features.

• Shopping on a physical store is the most preferred method by 38% of Brazilians, and in Spanish-speaking countries by 64%. However for the former, Online is the second most important by 37% while for the latter, having not a prefered way is the second place by 24%.

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Summary• Process of shopping online; • For the great majoirty of Brazilians and Spanish-speaking consumers, to decide on the purchase,

they first research online for the best price, and for about 45% of consumers they also read what other consumers are saying about the product. Most of the consumers go at some point to the physical store to see the product or price before buying online.

• Process of shopping offline:• Almost half of the consumers in Brazil and Spanish-speaking countries research online before

shopping offline • Almost 30% of Spanish-speaking consumers research prices online in their smartphone inside the

store before purchasing and almost 40% of Brazilians do the same.

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Results

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Both in Brazil and Spanish-speaking countries gifts are most commonly purchased for Spouse/couple and adult relatives. In Brazil gifts for oneself

are more common.

Q2. Who do you plan to buy presents to? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Who do you plan to buy presents to?

Other people

Friends and coworkers

For myself

Children relatives

Adult relatives

Spouse / Couple

5%

30%

43%

67%

68%

69%

5%

27%

56%

59%

65%

66%

BrazilSpanish-speaking countries

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Clothing, shoes and toys are the most popular gifts for Brazil, while clothing, toys and shoes are for Spanish-speaking countries

Q6. What present are you planning to buy? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Christmas gift to buy

ToysClothing CellphoneShoes

Home appliances

Videogames

Gift card Decoration

Accessories

Jewelry

EntertainmentCD/ DVD

Travelling

Beauty products

Books Tablet

Brazil Spanish

72% 77%

Brazil Spanish

49% 58%Brazil Spanish

53% 54%

Brazil Spanish

47% 44%

Brazil Spanish

40% 37%

Brazil Spanish

36% 34%

Brazil Spanish

24% 28%

Brazil Spanish

26% 28%

Brazil Spanish

28% 27%

Brazil Spanish

23% 25%

Brazil Spanish

15% 19%

Brazil Spanish

15% 18%

Brazil Spanish

21% 18%

Brazil Spanish

16% 15%

Brazil Spanish

12% 14%

Brazil Spanish

8% 8%

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Clothing is the most popular gift in both Brazil and Spanish-speaking countries, only in Peru the toys are the most popular.

Q6. What present are you planning to buy? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Christmas gift to buy

  BrazilSpanish-speaker

countries Mexico Colombia Argentina Chile Peru Venezuela Others

Clothing 72% 77% 74% 86% 73% 81% 67% 81% 89%

Toys 49% 58% 61% 52% 54% 57% 71% 69% 47%

Shoes 53% 54% 54% 63% 50% 43% 48% 50% 64%

Beauty products 47% 44% 40% 47% 40% 65% 31% 42% 69%

Jewelry 40% 37% 34% 42% 33% 43% 31% 42% 42%

Accessories 36% 34% 31% 36% 35% 49% 21% 38% 39%

Videogames 24% 28% 34% 28% 17% 17% 17% 27% 22%

Cellphone 26% 28% 30% 30% 15% 23% 29% 35% 25%

Books 28% 27% 30% 18% 32% 37% 17% 8% 14%

Home appliances 23% 25% 24% 29% 23% 16% 26% 35% 28%

Other presents 16% 21% 16% 27% 28% 29% 12% 27% 25%

Tablet 15% 19% 23% 18% 12% 10% 17% 15% 25%

Gift Card 20% 18% 16% 26% 13% 24% 21% 19% 11%

CDs / DVDs 21% 18% 22% 11% 18% 13% 12% 23% 17%

Decoration 16% 15% 13% 18% 17% 13% 12% 27% 22%

Entertainment 12% 14% 14% 17% 10% 11% 14% 8% 17%

Travelling 8% 8% 6% 14% 6% 7% 5% 12% 19%

Don´t know 7% 3% 2% 4% 6% 1% 0% 4% 0%

Shopping process

for Christmas

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November was the month to start Christmas shopping in Brazil and Spanish-speaking countries, but a large number do so in December as

well.

Q7. What month do you start planning the christmas shopping? N=2093 (1105 BRA / 988 Spanish-speaking countries)

When do you start buying presents?

January - August

September

October

November

December

5%

5%

15%

42%

31%

6%

6%

17%

39%

29%

Spanish-speaking countriesBrazil Xmas

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Almost a third of all shoppers start shopping a week before Christmas. A larger number in Spanish-speaking countries do so two weeks in advance.

Q8. In what moment of December do you plan your purchases? N=2093 (1105 BRA / 988 Spanish-speaking countries)

At what point in December do you start planning?

On Christmas Eve (23/24 de diciembre)

A week before Christmas

Two weeks before Christmas

Three weeks before Christmas

After Christmas (del 26 al 31 de diciembre)

I don't know

7%

35%

32%

23%

1%

2%

7%

36%

28%

25%

1%

2%

BrazilSpanish-speaking countries

Most of them start shopping in December

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For Brazilian consumers, Internet ads are the most important source of information while Spanish-speaking countries consumers doesn´t get

recommendations or influence.

Q9. Thinking about the shopping, which statement suits you better? / Q10 Other than the one selected before, what other statements suits you? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Sources of information – Most important

Comments from friends social networks

TV ads

Recommendations from family and friends

Internet ads

Other sources

I don´t get recommendations or influences

19%

21%

12%

24%

2%

22%

17%

17%

14%

15%

5%

32%

Comments from friends social networks

TV ads

Recommendations from family and friends

Internet ads

Other sources

33%

36%

30%

28%

13%

32%

39%

28%

36%

7%

Sources of information – All mentions

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Information about the product / service

Price

Discounts

Information about the brand

New releases

Consumers evaluation on internet

Others

17%

36%

27%

4%

5%

10%

1%

29%

28%

26%

6%

5%

4%

2%

Spanish-speaking coun-triesBrazil

Price is the most important piece of information, but in Spanish-speaking countries the first place is for Information about the product.

Q11. Which one is the most important information when buying a present? / Q12. Besides the one selected before, what other information is important when buying a present? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Information to take into consideration – Most important

Price

Information about the product / service

Discounts

Information about the brand

New releases

Consumers evaluation on internet

Others

49%

34%

40%

27%

27%

32%

4%

42%

33%

31%

21%

18%

14%

3%

Spanish-speaking countriesBrazil

Information to take into consideration – All mentions

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Brazilian consumers has a slightly higher buying preference for physical stores, but this is by far the most prefered form in Spanish-speaking

countries

Q13. Usually, where do you buy the christmas presents? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Prefered way to buy

Spanish-speaking countries

Brazil

11%

37%

64%

38%

1%

1%

24%

24%

Online sites Physical stores Catalogue products I have not prefered method

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When buying online, they Look into different shopping sites, others Read reviews about the product before making a decision. More Spanish-

speaking countries consumers go to physical stores to check it out and goback to buy online than Brazilians.

Q14. How do you make the coice when buying a product online? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Decision making on Online shopping

Look into different online shopping sites

Read comments about the product

Look for it online, go and check it on a physical store and comeback to buy online

Visit the physical store to decide and go back to buy it online

I ask for recommendations from family and friends

Other way

77%

45%

32%

29%

22%

3%

70%

41%

38%

27%

21%

3%

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Brazilian consumers prefer to Look online and then go to the physical store, while Spanish-speaking countries consumers Visit the physical

store and buy there at the same time.

Q15. How do you make the decision to buy in a physical store? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Decision making on Physical store

Visits and buy in the physical store

Look for it online and go to buy it on a physical store

At the physical store, look for information online in my smartphone and then buy the product

Other way

None of the above

40%

47%

39%

10%

7%

66%

43%

27%

3%

1%

20

28%38%

19%

36%

53%

26%

Spend less

Spend the sam

Spend more

In Brazil the intention is to Spend less money than last year, with and average around 71 – 140 dollars. In Spanish-speaking countries, on the

other hand, they intent to Spend more, around 51 -100 dollars.

Q18. Compared to the last year, do you expect to spend more, the same or less in this year christmas presents? N=2093 (1105 BRA / 988 Spanish-speaking countries)

Intention of spendingAverage to spend

Brazil USD 71 – 140

Spanish-speaking countries USD 51 - 100

Profile

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Q22. Which is your marital statusl?/ D1. You are.../ D2. How old are you?/ Q. Social Class. Base: 1105

Gender Social Class

Marital Status Age

59%

37%

3%

Married/Living together

Single

Divorced

Widower

23%

40%

24%10%3%

18 - 24 years old

25 - 34 years old

35 - 44 years old

45 - 54 years old

55 years and older

A B C

TOTAL 46%54% TOTAL 51%19% 30%

Brazil

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Q22. Cual es su estado civil?/ D1. Usted es?/ D2. Cual es su edad?/ Q. Región. Base: 988

Gender Geographic distribution

Marital Status Age

64%

27%7%

Married/Living together

Single

Divorced

Widower

10%

29%

31%

18%12%

18-24 years old

25-34 years old

35-44 years old

45-54 years old

55 + years old

40%60%

Mexico 494Puerto Rico 6

Colombia 194 Panama 4

Argentina 113Costa Rica 4

Chile 83El Salvador 4

Peru 42Guatemala 2

Venezuela 26 Honduras 1Ecuador 8 Paraguay 1Uruguay 6

Spanish-speaking countries

Thanks!